“The best way to predict the future is to create it.”
–Peter Drucker

The Story
The marketing director stared at her desk.

She was facing a moral problem.

For years, her company had only been hiring female models that the mainstream considered “beautiful.” And now she was realizing that it was affecting her own daughter’s self-esteem.

How could I be so blind? How could I unwittingly hurt my daughter like this?

She considered quitting her job on the spot.

But she knew that that wouldn’t solve the problem. The ads would still roll and millions of little girls across the country would still watch them…

…The marketing director considered her options. 

Quitting her job wouldn’t help… but maybe she could use her job to change the narrative.

Inspiration struck.

She created a mock ad that featured the company directors’ daughters. Next to the images was text saying how each believed they weren’t beautiful. 

It was a risk, but she presented it the executives. 

They were all heartbroken. Seeing their own daughters voice their imperfections made them reconsider their whole marketing strategy.

They threw out all their old ads and started a new campaign, one they called “Real Beauty.”

Dove’s “Real Beauty” campaign changed the conversation about female beauty and hit a chord with the public. Dove created several short films that focused on self-esteem, beauty, and helped women see that they could love who they are, just as they are.

Dove’s sales skyrocketed and the campaign has left a lasting impact.

For Dove’s marketing director, Stacie Bright, the campaign allowed her to fall back in love with her work:

“Every single day, I was proud to get out of bed and work on [that project].”

“Real Beauty” filled the TV screens, hearts, and minds of women around the world for over a decade. 

With 2019 in full swing, what can your company do to upgrade your marketing strategy and have a lasting impact?

To help get you started, Ian and Lauren were joined by Brian Rothenberg to discuss all things Marketing Trends in 2019. Check out the episode.


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